NEW
02/06/2025
ATE store design
Developed during my industry internship, this project explores the creation of brand identities and visual worlds for ATE’s sub-brands, translating design systems into stories of form, texture, and tone.
Graphic Design
Brand Visualisation
Services
Branding & Identity Design
ATE Pickleball
Colour Palette
Ate Pickle Club’s palette draws inspiration from classic sports courts and high-fashion editorials.
The Primary Court Green anchors the identity with depth and athletic precision, paired with Off-white Lime for visual grounding. Off-white Lime bring contrast, clarity, and a sense of sophistication reminiscent of premium lifestyle brands
Typography
The typography system pairs Baskerville for its timeless elegance with Inglesa Script for refined warmth.
“ate” is rendered in Baskerville, emphasising heritage, poise, and editorial luxury. “Pickle Club” flows in Inglesa, a soft, cursive contrast that adds movement and exclusivity — echoing the rhythm of motion on court.
Generous white space creates a refined, fashion-magazine balance. The discipline of alignment — horizontal and vertical grid references — mirrors the order and rhythm of a pickleball court.
ATE Mini
A playful brand identity created during my industry internship, focusing on a lighter, more casual extension of ATE’s visual world.
Balanced layouts, generous white space, and rounded forms reflect a minimal, warm, and inviting brand personality.
Colours: Soft lilac-blue paired with pale cream-pink creates a friendly, calm tone that feels clean and modern
Typography: Rounded sans-serifs and bold letterforms inspired by bubble shapes keep the identity approachable and fun
Textures and packaging style
Alternate Illustrations and concepts
Final Variations:
Simple, outlined icons for food and drinks — bite, sip, dessert, coffee — make the system clear and easy to recognise.
ATE Mascot Design
The ATE mascot personifies the brand’s warmth and creativity — a friendly figure designed with a mocha pot–inspired body, symbolizing the heart of ATE’s specialty coffee culture.
Her form blends human charm with café heritage, dressed in a relaxed, modern uniform that reflects the brand’s minimal yet welcoming aesthetic. The soft lines and warm brown tones express comfort, craft, and connection, much like the experience of sharing coffee at ATE.
Process:
Curating Poses and references, sketching ideas on Procreate, taking it to Illustrator and making the final variations
ATE Omakase
A refined brand identity inspired by Japanese minimalism and sensory calm. ATE Omakase captures the poetry of simplicity through soft neutrals, balanced spacing, and quiet typography — creating a dining experience that feels intimate, thoughtful, and artfully composed.
Colours: Warm neutrals like ivory, beige, and soft sand balance with muted greens and espresso brown, creating a calm, natural tone. Subtle gold accents add quiet luxury.
Typography: Baskerville for headlines and Houschka for body text create a refined contrast — classic yet modern.
Alternate Logo Styles
Patterns: Subtle Japanese motifs like Seigaiha waves, grids, and concentric circles echo balance and repetition, used softly on menus, packaging, and textures
ATE Brand Iconography:
The iconography of ATE Omakase is simple, organic, and hand-shaped, inspired by the natural imperfections of Japanese craft.
Each form, from bowls to cups to origami, is expressed through soft, irregular silhouettes that feel warm and human.
This minimal yet authentic style reflects the brand’s calm and timeless identity.
Process: Developed through research, sketches, and typographic trials, the identity reflects balance, space, and intention — a visual translation of calm dining.
